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The 17th Annual Top Ten Communicators List features noteworthy successes and failures – reminding us that strong communication skills are essential. Punctuated by the summer Olympics and the election, 2012 featured many messages to rally support. Another key theme of this year was technology, with respect to both industry leadership and the various platforms used for communication. From business to politics to pop-culture and the space in between, here’s the list:

The 10 Best

The Top 10 Best mastered the art of connecting with their audience. Their behaviors exude passion and energy, and they deliver a consistent and credible message.

1. Michelle Obama – First Lady Also Reaches First on Our List

First Lady Michelle Obama consistently communicates to influence. In the way that (then) Senator Barack Obama won our #1 spot (in 2006 and again in 2008), Michelle Obama captures her audience by being articulate, down to earth, informal and humble. She did not pick up the bad habits that plummeted her husband from the top of our list, remaining steady with and without a teleprompter. At the Democratic National Convention, she opened with personal stories like this one, that hooked viewers immediately – exposing vulnerability while relating to her audience. Her energy, emotion and eye communication stayed high throughout, including her final, emotional call to action. Even when she appeared on The Late Show with David Letterman, she was able to make itabout something. Michelle Obama remains clear and composed, exhibiting ultimate command of both presence and message.

We knew she could swim, but Missy Franklin really won our hearts with her communicating. This Olympian’s unabashed smile defines her, yet she carries a confidence rarely seen in seventeen year olds. We use the term ‘humble confidence’ in our coaching, and she’s a prime example of it, not unlike Buster Posey (who made our list in 2010). Franklin’s personality shines in theCall Me Maybe spoof she organized for the entire swim team – it had over 10 million hits. She is already a pro at interviews – but never as great as after winning the gold in the 100M backstroke – her poolside interview (at 3:19) showed her emotion and depth as she said how important it was for her parents to see her victory. An audience can sense real vs. fake – and Missy is as real as it gets. These are the athletes we want our kids to have as role models.

Newark’s Mayor Cory Booker regularly communicates well, above and beyond press conferences and traditional media interviews. (Of course, he does those, too.) With a smile that lights up his face, excitement in his eyes, energy in his gestures – Booker embodies affect. His constant use of humor, emotion and stories enable him to relate to people. This likability, coupled with a crisp message, propelled him to the national stage during the 2012 election season. In the aftermath of Hurricane Sandy, Booker used Twitter to communicate with his constituents via mobile when power was lost. He even invited them to his home to charge their electronic devices and watch movies. We’re following closely Cory Booker’s next steps, on social media and beyond, though he’s said he only wants to keep being the mayor of Newark. And to keep on communicating.

Humor – powerful in the best communicating. Colbert and Stewart took it to another level in this political year, earning a spot in the Top Ten. Putting politics aside (which of course they don’t), Colbert and Stewart collaborated to simplify the extremely convoluted details and regulations of campaign finance policy and Super PACs, among other things. Comedy Central’s two humor geniuses are naturally energetic, quick of tongue and wit, and they team up brilliantly to produce a series of concrete, clear, engaging sketches. Instead of attacking the same old sound bytes like news stations, they dive deep into the rules and regulations to educate the audience on the realities of campaign finance law and loopholes, at least from their perspective. Love ‘em or hate ‘em, their hilarious visual aids, coupled with their signature blend of unexpected moments make them memorable communicators, and funny.

The 10 Worst

The Top 10 Worst nailed the key communication don’ts: veering away from problems instead of dealing with them head-on, showing arrogance, lacking humility, and failing to deliver when key opportunities arise.

1. Francesco Schettino – Just Unbelievable

In the midst of catastrophe, leaders step up to communicate. Or don’t. (See our 2010 list.) Captain Francesco Schettino of the grounded Costa Concordia stepped back, and went silent. Because he navigated too close to the rocks, 32 people died from the shipwreck this past January. And his communication behaviors when he finally spoke were as bad as his actions. In the midst of the crisis, when the ship was filling with water, he and his crew told passengers to go back to their rooms. After 20 minutes of blackout, the coastguard had to call him. He had abandoned the ship, saying that he tripped and fell into a passenger lifeboat. When the tapes from the black box to the coast guard were released, they revealed that Schettino did not communicate as either listener or speaker. Schettino currently is under investigation, is trying to get a book deal and remains defiant, ducking every opportunity for responsibility.

2. Todd Aiken & Richard Mourdock – Serious, Sad, and Stupid

Though there’s a fine line between candor and closed, politics gives a good example of where you have to be cautious – you can lose elections, and careers, with one misstep. This year two prime examples of putting their feet in their mouths are Todd Aiken and Richard Mourdock. Both were running for office on strong platforms, yet their miscues ran them right off their platforms. In Aiken’s case, his remarks about “legitimate rape” were polarizing and powerful enough to completely derail his message, as well as his bid for the US Senate. In the case of Mourdock, who was running for Senate in Indiana, he actually went too far (if he wanted to get elected) in staking out his claim of God intending rape to happen. Both tried to recant, but slowly, defensively and with qualifications. The lesson for all – when you lay an egg, admit it fully, clean it up completely, and only then can you move on.

There were a lot of spinmeisters during this political year, but maybe none as incredible as Obama’s spokesman David Axelrod. After the first presidential debate, it was widely concluded that Mitt Romney won (largely because behavior reigns). During his post-debate Q&A, Axelrod just would not address President Obama’s communications presence at the debate. While his candidate was being criticized for his behavior, we reproach Axelrod for both his jerky behavior AND his content. At Decker, we advocate a technique of taking the spotlight off of you during a tough round of questions – but Axelrod took this to the extreme. Not only did it detract from his message, Axelrod was so eager to get his point across that he came off as argumentative and defensive, rather than relating to the reporters and their audiences. Always spinning is not good communicating.

Communicating is a contact sport

How can you better influence others? If you have ideas to pitch, products and services to sell, or a team to lead, communication is key to your success. Our communication training programs walk you through the specific delivery and messaging skills necessary for coming across authentic, credible, and influential.